Overview

oOh! Road, Fly and Retail solutions were used to deliver brand fame to MasterCard’s rewards program.

Audience

Affluent families with kids.

Challenge

In a fiercely competitive market, MasterCard needed to increase campaign awareness and interest for its Priceless Sydney campaign, which provides consumers with exclusive access to premium dining, sporting and other experiences across the city by registering at the Priceless  website.

Solution

Away from home was selected as the lead channel for the launch campaign, alongside other paid and owned channels. Iconic Large Format sites were used to announce the launch of the prestigious Priceless Sydney rewards program by broadcasting awareness and driving current cardholders online. oOh! Fly connected MasterCard’s campaign at the premium airport environment where their hard-to-reach affluent audience had long dwell times and were in a relaxed mindset. The activity was aligned with strategically placed oOh! Retail panels in prime lifestyle destinations to influence consumers while in a relevant environment.

Result

Deliver campaign domination

The campaign delivered high reach and frequency, with 98% of the target audience travelling to/past at least one of the campaign site locations.

Be bold to drive brand fame

Awareness of the campaign more than doubled from campaign launch with 41% ad recognition across all three mediums.

Strengthen brand image

The brand’s association with offering rewards for usage has significantly increased post-campaign.

Drive action

Website visits increased during the campaign which also saw credit card owners having an increased likelihood to register for the Rewards Program.